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Our Approach

C-Change employs the following strategic approaches to achieve the outcomes outlined below:

Strategic Approaches 

  • Identify and influence the social determinants of behaviors. A key component of the C-Change approach is to bring about positive behavior change by shifting social norms that may require addressing gender roles and cultural practices.
  • Improve the quality of SBCC interventions and streamline approaches and tools. C-Change streamlines formative research and pre- and concept-testing methods and creates easy-to-use frontline teaching tools and hands-on, skills-based training.
  • Build the capacity of local institutions, including NGOs, CBOs, and FBOs. C-Change increases local institutions' ability to plan and implement SBCC approaches by strengthening both their technical and program management skills.
  • Conduct research and improve monitoring and evaluation to inform program development and implementation. C-Change identities and examines how programs can utilize key social determinants of behavior—social norms and social networks—that influence and reach beyond the individual.
  • Engage the media as a partner. C-Change involves journalists and other media professionals as full partners in the process of social change.
  • Achieve scale and sustainability. C-Change assists programs to achieve scale by engaging and strengthening existing institutions and social networks and building strong coalitions to support programs.

Expected Program Outcomes

Evidence-based communication programs carried out at scale. C-Change will achieve large-scale, population-based impact by applying integrated communication approaches at national and regional levels. Major strategies include:

  • Enlisting and strengthening the social and behavior change communication (SBCC) skills and programs of NGO networks
  • Engaging the media to stimulate social action
  • Strengthening district and community planning for SBCC
  • Building system-wide coalitions and commitment to SBCC programs

Communication skills and knowledge transferred to developing country institutions. In each country where the program operates, C-Change will build the capacity of NGOs and networks, using a competency-based approach to training that includes both technical and management skills. Major activities include:

  • Developing and strengthening communication courses in academic institutions
  • Developing local networks of communication excellence among research institutions, advertising and public relations firms,and NGOs
  • Supporting the design of tailored SBCC strategies with measurable benchmarks

State-of-the-art information and research in communication applied to implementation. Through its global research agenda, C-Change is generating lessons learned to improve communication for behavior and social change. A critical challenge for C-Change is how to best integrate findings from research, implementation, and evaluation activities to facilitate social change. Major cross-cutting research questions include:

  • Understanding how social norms change and developing ways to facilitate this change
  • Improving interaction and communication among organizations around common goals and building social capital
  • Demonstrating the application of innovative social change approaches
  • Developing valid, reliable indicators